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Balmain Unveils New Milan Flagship with Gallery-like Design
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In Short: Balmain has unveiled a new flagship store in Milan, located at 23 Via della Spiga, featuring a sleek and gallery-like design under the creative direction of Antonin Tron.
Balmain has unveiled a new flagship store in Milan, located at 23 Via della Spiga, featuring a sleek and gallery-like design under the creative direction of Antonin Tron.
The store replaces Balmain's previous boutique on Via Montenapoleone, which closed over the summer, and introduces a new architectural concept.
Balmain CEO Matteo Sgarbossa explained that the new store represents a shift in how the brand interacts with its clients, emphasizing a more personal and relationship-driven approach.
Sgarbossa noted that the client base has evolved, and luxury retail must adapt accordingly, highlighting the importance of a considered and distinctive environment that feels unmistakably Balmain.
The Milan flagship is part of Balmain's broader strategy to rethink its retail spaces, moving away from traditional store experiences toward more personalized interactions.
Balmain currently operates 34 full-price stores globally, in addition to 13 outlets.
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- You May Also Like “The interiors balance architectural rigor with sensorial warmth,” Balmain said, listing onyx, Venetian plaster, mirrored surfaces, fiberglass, metal and glass among the materials employed, while furniture was realized with curly shearing and Japanese eggshell craftsmanship.
- “We are taking the idea of a Balmain environment and making it meaningful to each market,” he added.
- Meanwhile, interiors were curated by architect Andrea Faraguna under Tron’s creative direction, yielding a gallery-like ambience.
- In an exclusive interview, Balmain chief executive officer Matteo Sgarbossa said the Milan flagship not only debuts a new look, but signals a different approach “in how we want the house to meet its clients.” “The client has changed, and luxury retail has to change with them,” he explained.
- “People discover brands differently, move between physical and digital worlds and expect a much more personal relationship with a house.” To wit: Sgarbossa said whether they encounter Balmain in a flagship or a private salon, “the environment should feel considered, distinctive and unmistakably Balmain.” At present, Balmain operates 34 full-price stores globally, alongside 13 outlets.